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Manitoba & Saskatchewan lovebirds most likely in Canada to have had 'the talk' about life insurance

- TD Insurance poll finds 25% of Manitoba and Saskatchewan residents
have never discussed life insurance with their partner -

TORONTO, June 13, 2011 /CNW/ - Life insurance is a topic that most
Canadians prefer to sweep under the carpet, but not Manitoba and
Saskatchewan residents. According to the TD Insurance Look Who's
Talking Poll, residents from these provinces are the most likely in the
country to have had the hard talk about life insurance with their other
halves (75% versus 69% nationally).

Contrary to gender stereotypes, it's Manitoba and Saskatchewan men who
are driving the discussion (51% versus 49% of women). "It doesn't
matter who's driving the conversation, the important thing is to talk
about it," says Dave Minor, Vice President, TD Insurance. "Considering
how integral finances are to a family's well-being, it was surprising
and concerning to find that some couples aren't talking about life
insurance at all."

The survey found that one third of Canadians who have been in a
relationship for five to nine years admit they've never broached the
issue, along with almost one-in-five (17%) Canadians with children.
Canadians under 35 were most likely to have never discussed it (41%).

When asked why, the majority of tight-lipped Manitoba and Saskatchewan
residents in a relationship say the topic hasn't been raised, because
they never thought about it (68%) or didn't think their relationship
was serious enough (18%).

"Thinking about what you would do if something were to happen to you or
your partner is hard, so it's no surprise that many couples find it
difficult to raise the subject of life insurance. But if you're serious
about your partner and starting to build a life together, it's time to
get some of the tougher issues, like money, out in the open," says
Minor.

Life events trigger life insurance
Manitoba and Saskatchewan residents were most likely in the country to
have purchased life insurance because it was offered through their work
benefits (43% versus 32% nationally). But the survey also found life
events - like buying a house (17%), getting married (13%) or having a
baby (13%) - also influence their appetite towards risk.

"Not surprisingly, younger Canadians are least likely to have talked
about life insurance since there's a common misconception that it's
something you should start thinking about when you have a family," says
Minor. "In reality, life insurance should be an integral part of
everyone's overall financial health. One of the advantages of thinking
about it sooner is that it can be more affordable since premiums are
based on life expectancy which naturally decreases over time. At the
same time, life insurance is something you should especially consider
and revisit whenever you hit one of life's milestones like being in a
serious relationship, buying a home or starting a family."

Insurance is a hot topic for some Manitoba and Saskatchewan couples
Manitoba and Saskatchewan residents were the most likely in the country
to have never argued with their partner about life insurance (84%
versus 68% nationally). For those who have, cost was the hottest point
of contention. When it comes to making the big decisions, the survey
found Manitoba and Saskatchewan residents were most likely in the
country to feel women are more likely to be emotional (95% versus 92%
nationally) and overly-cautious (88% versus 80% nationally), and men
are more likely to act self-centred (82% versus 77% nationally) and
rash (76%).

"Talking about life insurance isn't always an easy conversation, but
it's an important one that's easier to have if you're armed with the
right information," says Minor. "Doing some research or using an online
calculator to estimate how much coverage you may need is a great first
step towards understanding your insurance. The cost of things like your
mortgage, children's education and living expenses, among other things,
all come into play."

"It's also very important to speak to your insurer so that they
understand your needs and can recommend a policy that works for you and
your family," adds Minor. "Everyone's situation is different so it's
important to have a discussion with your family and your insurer so
that you can feel confident that you have the right coverage in place,"
adds Minor.

About the TD Insurance Look Who's Talking Poll
TD Insurance commissioned Environics Research Group to conduct a custom
online survey of 1,000 Canadian adults. Results were collected between
March 5 - 13th, 2011, including 130 Manitoba and Saskatchewan residents.

About TD Insurance
TD Bank Group's insurance companies and operations carry on business
under the TD Insurance brand. TD Insurance offers a wide range of
products to help protect clients from the 'accidents of life' including
credit protection, life, health, travel, home and auto insurance. With
more than three million clients, TD Insurance authorized products and
services are available through a network of more than 1,000 TD Canada
Trust branches, the Internet and telephone. The TD Insurance brands
include TD Insurance Credit Protection and TD Insurance Life and
Health, which are the number one provider of critical illness insurance
and direct life and health premium origination in Canada. And through
its TD Insurance Meloche Monnex and TD Insurance Home and Auto brands,
TD Insurance is the largest direct-response insurance group in the
country. For more information, visit www.tdinsurance.com.